Sustainability – through lunch box napkins

Actually one of a few different ideas I've seen recently related to lunch boxes - one citing the dangers of the boxes themselves, the other offering ideas for "sustainable" lunch sacks. Interesting idea, but what are the chances your kids will actually come home with the napking? ttp://springwise.com/eco_sustainability/reusable_lunch_box_napkins/

Dr. Dean Ornish: Healing and other natural wonders

Very interesting and engaging talk by Dean Ornish from TED conference http://www.ted.com (bringing together the world's most fascinating thinkers and doers) – about simple, low-tech and low-cost ways to take advantage of the body's natural desire to heal itself. Dean Ornish is a clinical professor at UCSF and founder of the Preventative Research Institute. He's a leading expernt on fighting illness – particularly heart disease with dietary and lifestyle changes.

Consumers, social media and health + wellness Brands

I recently returned from a client meeting where we had a great discussion about the future of health and wellness brands, changing consumer lifestyles and the increasing rise in the popularity of social media. Key discussion points included:

1. Health/wellness segments continue to merge – food and beverages, supplements, pharmaceutical, fitness, beauty care.

2. Healthier lifestyle practices and motivations are a key driver. And expectations are evolving to an "ultimate health" benefit beyond the physical to include emotional, spiritual and even environmental.

4. Layer on the ability of consumers to connect, share, and control where, when and how they consume their media – and it's clear that the rules of engagement/balance of power has changed.

5. Consider opportunities to deliver innovate and reciprocal benefits that demonstrate genuine interest in helping improve consumers lives, e.g. imparting knowledge and insight (http://www.johnsonbaby.com">, building community ("http://www.campaignforrealbeauty.com">, and self-expression (http://www.youbars.com/makeashake)

Net, the opportunities for leadership and for creating future business by utilizing the power of digital experiences and social media is limited only by our insights and imagination.

Brand experience lessons for healthcare learned from a sandwich shop

Pret A Manger is a sandwich shop in NY. I hadn't been to one since traveling with friends in London years ago. I was so impressed with the company, when I returned from that trip, I called the company to let them know.

Pret offers those who are on-the-go a comfortable, relaxing and kind of surprising experience. It's cozy, with a nice, simple assortment of self-select, fresh (pretty creative) sandwiches, wraps, soups, salads and desserts - all made with natural ingredients. And to top it all off, the people who work there are happy and personable.

I know Pret's only a sandwich shop, but I can't help but think that it often comes down to the basics, 

"warm environments, inviting presentation, friendly faces, the opportunity to engage." 

Whether a sandwich shop, a waiting room in the hospital or a retail shopping experience. Really not to much to ask.

How can health and wellness marketers make the best of the recesson

"When the going gets tough, the tough get going."

Never thought I'd guote Billy Ocean, but his statement is true. The recession's impacted everyone. Both marketer and consumer are re-evaluating their priorities and their next moves. Both are under pressure to control costs, maintain liquidity and protect their bottom lines.

So how can health and wellness marketers make the best of a tough and lingering situation. How can you maintain or actually build momentum, when many others are hunkering down. In our work with clients, we're focusing on these issues:

1. Stay True To Your Story. Who you are, what you stand for, what you believe in and the benefits you provide are what won you their loyalty in the first place. Now, in the midst of all this turmoil, is not the right time to revise your script. Those who know you best will see through you, begin to doubt you and make others aware of same.

2. Tweak The Value Proposition. Value is certainly higher on the consumer's benefit ladder. Which can be defined as comfort, safety, security, etc. – those benefits that are already built into your value proposition. Consider creative ways to deliver more value at the same price (e.g. more utility, more relationship, more knowledge…). As long as you remain true to who you are, you have permission to evolve the proposition to fit with the times.

3. Keep Insiders Engaged And Positive . Your employees are feeling the strain and pain of the economic situation. Either internally or as consumers themselves, they're anxious. It's critical that you continue to work (and that they can continue to drive) your brand from the inside-out. If there's doubt in their minds about your future (their future), if they don't have a positive frame of mind, it will come through in their interactions and actions. Remember that employees are one of the most essential, and cost effective, components of marketing.

4. Sharpen The Experience. Walk the mall, and you can see who'se generating the traffic. And whose not. Particularly today, when dollars are tight, those brands that create an emotional connection – that make people feel good about themselves and their decisions – that make people feel more connected - in more control - smart or frugal - will win the day.

5. Open Up The Conversation. Enable and share in your customer conversations. Listen to what they are saying. Learn and build on the positives as well as the criticism. And don't ignore or cancel out the negatives when they arise. The more transparent you are, the more their trust and loyalty will come out on the other side.

6. Continue Brand-Building Activities. Study after study has demonstrated that companies that continue to spend through recessions come out stronger on the other side. It's actually a good time to build share of mind as others put on the brakes. And it's more efficient as media should be less expensive and opportunities exist to negotiate surrounding opportunities.

Starbucks "Project Red" Campaign

I just read in today's Ad Age online that Starbucks has entered into a holiday promotion with Project Red. Clearly, a worthwhile endeavor. And the Starbucks brand, along with the Starbucks consumer, certainly fits with Red. But the fact that they entered into this partnership "amid projections that it won't see improved same store sales until 2009" really rubs me the wrong way.

If Starbucks mission is to be a responsible company, why wait until now to sign up with Red. Why wait until after reporting really disappointing Q4 profit and same store sales results. Sort of rhetorical questions. And they acknowledge the effort is only a promotional program. Other Red partners like Gap, Converse, Apple and Hallmark (as reported in this article) have long ago built Red into their ongoing product programs.

Transparency is supposed to be a good thing. But in this case, it's just too easy to see through. While I can't argue with the cause, I think the impetus for the effort - particularly for Starbucks - is just wrong.

Promising Signs For The Relaunch Of A Global Healthcare Brand

We're relaunching a global cardiac safety brand in the next couple of months. To begin to educate and engage inside, we just had our first internal session yesterday with Brand Ambassadors (those people - who based on Senior Leadership input - represent each department within the organization and who will be the lead liaison between employees and their new brand).

It's one thing to get Board and Senior Leadership sign-off on brand direction. But you really find out if you nailed it when those on the front-lines feel like they are one with the new brand. When they can see themselves in the new brand idea. When they're inspired and motivated by it. When it's aspirational, but within their grasp.

To a person, our Brand Ambassadors left our session with a stronger connection to the organization and to each other. They're fully engaged and on board. And are excited that they get to carry the torch for new brand. Yesterday was a great day. And now the hard work starts.

What's happening to the Starbucks brand?

When times are tough, people hold on to those small vices that make them feel like things are still okay. Yet Starbuck's Q4 profits plummeted. Though restructuring charges and other costs associated with their turnaround plan are built into the numbers, this result causes one to consider what's really going on.

Are people trading off for Dunkin? Are they going through the McD's drive through on their way to work (and enjoying a much better McD's cup of coffee)? Has WaWa, or even the local deli, become a much more attractive and far less costly stop. Ultimately, the answer is yes. Because Starbuck's position as a "third-place" has lost some traction.

So what's happened? Seems that a third-place given these troubling times would be just what people are yearning for. A place of refuge - to get away from the maddening world. And a whole lot less expensive than cozying up to the bar. But now it's only come down to the coffee. What's led to the watering down of the Starbuck's experience?

Some question whether the Starbucks brand has lost its soul, its special place as a local neighborhood-feeling destination. I think the answer is yes. And I think the solution is going back to what made it so different and special in the first place – a warm and inviting experiential brand that just happens to serve coffee.

Lessons from Microsoft: When not to revitalize a brand

Saw the brilliant Apple tv spot (for the umpteenth time) in which "Bill" is apportioning dollars between funding Microsoft advertising and fixing Vista. Started to think about how Microsoft should respond to Apple's attack ads, separate from their multi-hundred million dollar "I'm A PC" campaign.

Vista-specific advertising isn't the answer, because the product is inferior. So why fuel the fire even further. In addition, why spend more money giving Apple any more air time. Also, what could Microsoft possibly say that doesn't make them look foolish – "we've finally fixed a product that we know really sucked; sorry to the millions of people who suffered through the Vista experience."

I think that Vista's reputation is so tarnished at this point that it doesn't pay to try to revitalize it. And how do you tell people, without acknowledging that you screwed up in the first place (along with consumers knowing full well that your apology isn't quite as sincere as when J&J masterfully handled their Tylenol scare).

How about evolving away from Vista. From a product with an awful reputation that's a drag on the corporate brand. Introduce (and fix) the next generation of operating system. It would certainly give Microsoft a cleaner slate. And a new platform to drive what can only be a more positive message. Give all those people who proudly stand up and say "I'm A PC" something to be proud of -- because they're most likely using PC's now only because they have to. Otherwise, why would they want to. Unless you're prone to lemming tendencies.

And when they do introduce the new operating system – look beyond advertising. Consider the strategic use of PR – to help impart a message that sounds strong enough to come from a leader but humble enough to acknowledge that you screwed up - and it won't happen again.

AIG: Brand trust, actions speak louder than words

Just don't get it. Don't understand what leadership could possibly be thinking. Because their actions are in such stark contrast with what you'd expect from an organization that should be doing all it can to win back our collective trust.

Maybe things like reputation and trust just don't matter to a leadership team who has already been bailed out once, and who've recently put in their second request for additional funds. Maybe it's easy to turn a blind eye when you know your back is covered, regardless of your actions.

Whatever the reasoning, why AIG would go off to Phoenix for a second boondoggle and spend another $340k (or thereabouts) is beyond my understanding. On top of this, to travel incognito and think that you wouldn't be exposed is just stupid. I called AIG, because I wanted some answers. I spoke with a senior member of their communications team. He told me that they traveled anonymously because AIG employees were being harassed as they entered their NYC headquarters. I was told that the majority of the trip was not actually paid for by AIG. But who cares? The reality of the situation is that we've bailed you out once, you're back again with your hand out, and you're at a resort in Phoenix.

I do feel for the vast majority of employees who had absolutely no knowledge of the incompetence and arrogance of their leadership. It's got to be very tough right now, and I'm sure, going to work each day really challenges their moral compass. In fact, the communications liaison I spoke with made a point of saying that he was not one of those fat cats. That he too is suffering through this.

At the end of the day, actions speak louder than words. Brand trust has eroded, and these actions just rip at brand reputation even further. From my vantage point, I see no signs that AIG is trying to endear itself to those of us (all of us) who bailed them out.

Promotional partners to help brand dollars go farther

Dollars are scarce. Value (added-value) is high on your customers list. Brand-enhancing promotional partners are one way to make marketing dollars work harder - helping you garner attention, boost image and and drive sales.

Some considerations:

• start with your consumer - about how you can surprise and delight them
• the simpler the better - they should see it and get it immediately
• your partner should make sense - for your customer and for your brand
• your organization-fit needs to make sense – as you'll need to work closely together
• retailers need to think it makes sense - so get their buy-in before you're too far down the road
• what are measures of success - both image and impact, and agree up-front
• are there any other third-party participants/sponsors - that can provide additional spin

Rebranding Pitfalls to Avoid

Your brand isn't running on all cylinders. There are indicators that you're leaving reputation, relationships and business behind. So you've made the decision to re-brand. Some organizations have the skills, discipline and stamina to execute a strategically and tactically brilliant, organization-changing result. Others, while good intentioned, leave something [if not a lot] behind.

Here are common common pitfalls to aviod:

a. Ready, Fire, Aim. The significant time and expense of re-branding warrants tangible returns. Isolate and agree upfront to the most important business and brand issue(s) that you'll address through the effort.

b. Not Realizing What's On The Table. As your brand encompasses all the characteristics, both tangible and intangible, that surround your offerings, realize that everything your organization says and does makes up the brand experience. So everything, as it should be, is up for evaluation and refinement.

c. Going It Alone. Just as you wouldn't diagnose your own physical ailments, the objectivity and expertise of an external consultant is critical to evaluating, creating and credibly selling internally to your leadership and teams.

d. Not Having Key Influencers and Decision-Makers On Board. Do not undertake this effort until these important allies are on board. Understand their opinions and expectations. And keep them appraised along the way.

e. Lack of Demonstrated Senior Leadership Commitment. All the time and expense of this endeavor will never be taken seriously, and will certainly never stick, unless leadership has explicitly communicated [and is ready to demonstrate] their commitment.

f. Inward Perspective. Your external audiences are the arbiters of your success, so understand how they view the organization. Contrast and reconcile these perspectives against your own to determine the gaps that need to be filled to realize your objectives.

g. Disregarding Your Legacy. While you can't be led by the past, you don't cast aside those equities that you've worked so hard to create. Don't disregard what's working, because these are the building blocks for enhancing your relevancy.

h. Bypassing Insiders. Your employees will make or break the initiative. They need to understand and believe in the program and the desired outcome. And most important, they need to be emotionally engaged.

i. Branding As A One-Time Event. As James Gandolfini would say "fuggedaboudit." Because branding is akin to a marathon, not a sprint to the finish line. It will take longer, and cost more, than you imagined.

j. Neglecting To Patrol And Control The Airwaves. Monitor and share in the web-based conversations about your organization. Participate in the blogisphere. Help yourself control (at least as much as you can) your own destiny.

Branding Lessons From The Political Front

Today's the day. Finally. As of Wednesday, no campaign ads, emails, mobile texts.

So what are some lessons healthcare and healthy lifestyle brands can take away from the battle of the last two political brands standing?

Ride the wave. Obama was handed on a silver platter an obvious case for change. At the same time, many deemed the competitive Republican brand to be lagging behind the times. Obama's team did a tremendous job of staying on point and seizing the moment.

Own a word (as Al Reis pointed out years ago, it's a powerful strategy). Obama scripted "Change" into his vocabulary from day one. It was his brand theme. And it was ubiquitous. McCain began as the "Experience" candidate. He then co-opted "Change" and tried to make it his own. Before he became the "Maverick." Witness the results.

Keep it simple. Like "America is ready for Change." Doesn't get much better than this.

It's rarely about "functional" features and benefits. Evidence the talk about wardrobe spend, multiple (but too numerous to remember) homes, the demeanor of a presidential-looking candidate, and the demeanor of someone who is not. It's rarely about rational arguments, but rather how we make people feel while they're in our presence.

Execute Brilliantly. One candidate never waivered. Was consistent in his style and tone. Brilliant in his execution from start to finish. The other was not.

Relevance alone doesn't win the day. But "different" and relevant will. Both candidates were relevant. But one was also different. Only one provoked a response of "that's what I'm hungry for."

Build A Community of Evangelists. Witness the thousands of people attending Obama rally's. The thousands of first-time volunteers. The tremendous use of social media to generate conversations, collaboration and community. Beyond their war chest of funds, Obama's team was so much more in tune with their consumers motivations, expectations and practices.

Healthcare and Healthy Lifestyle Brands, Keep it Real. Simple. Branding

In a world filled with too much of everything (and just as much similarity), the ongoing process of building clear, valued and sustained differentiation through branding is a crucial step to forging relationships and growing business.

So how can your healthcare or healthy lifestyle brand stand out and stand apart? By aligning your organization/services or product around the promise of your brand. Ensuring that all you do from selling your brand's story inside, to building your product, service, market, channel, pricing, customer service and communications strategies reinforce why you're the best choice for consumers. And this is about REAL. SIMPLE. BRANDING:

REAL.
I remember calling AOL. I was told via IVR that "we've doubled our number of customer service representatives to deliver a higher standard of customer service. Please hold and the next representative will be with you shortly. Your waiting time is approximately nine minutes." That's not real.

SIMPLE.
Stand for something. One thing. Be the best at safety, performance, whitening, speed, durability, magic, luxury. Put a stake in the ground and declare your one thing to the world. Remember Billy Crystal's line in City Slickers. He tells his riding mates that life's about one thing. Well, the same holds true for branding.

BRANDING.
Like any verb, connotes action. Practicing the REAL and SIMPLE of above. Managing the multiple (off line and on line) interactions that people have with your brand each day; and that either enhance or detract from your desired perceptions. Remember that whether you're driving or not, your indelible mark is being stamped into consumers minds! It's an imprint that's hard to erase, so create it on your terms.

Imagine what good health+ healthy lifestyle brand marketers could do with $300MM

Microsoft just broke their new three hundred million ad campaign -- designed (I presume at some point) to sell more PC's by creating a more favorable impression of Microsoft's Windows operating system. Well, I don't get it. The spots are humorous. It's fun to see Jerry and Bill side by side. But they're actually kind of boring (reinforcing the image Microsoft is trying to dispel). And don't get how it's going to move the sales needle when Microsoft equals Vista – the enemy of all who work on the PC.

Imagine what  good health+ healthy lifestyle brand marketers could do with $300MM. 

Imagine you did. What BHAG's (big hairy audacious goals) would you set out to achieve. Now open your eyes, but don't let reality set in. How could you achieve these same goals with available resources. How can you be more insightful about your audiences (and your audience segmentation), more creative about what you provide that others don't, and more imaginative about your tactics? Just a thought.